E.l.f. Beauty's Laurie Lam on the brand's latest marketing project, a film dubbed 'Cosmetic Criminals'

This week, we’re doing things a little differently. Joining us on the Glossy Beauty Podcast is Laurie Lam, E.l.f. Beauty's chief brand officer, providing an up-close look at the beauty brand’s latest project: a 15-minute short film, “Cosmetic Criminals,” which is playing in select AMC theaters before the start of the movie “Mean Girls”. It is also streaming on Amazon Freevee. The film parodies the true crime genre, prompting viewers to piece together who is “E.l.f.-pinching,” which is the brand’s term for “borrowing” products without intending to return them. The concept, Lam said, was introduced to the brand by its community.

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